More on the Facebook Frenzy

welcome_3A lot of things have been running through my mind this week but what I want to talk about is a combination of Brian Solis’ excellent piece earlier this week on sociology, technology and social media. And Facebook.

As Solis points out, different generations communicate differently. Still, the younger generations have been connecting to each other via social networks for quite some time. While there are plenty of people who think they’re too old to participate, there are just as many who are turning to their children to teach them how to ‘friend’ someone and create a profile.

Technology is just that, technology, but our relationships serve as the foundation. Whether it’s traditional or new media, we need to constantly be reminded that we’re reaching people and not audiences. And that brings me to Facebook. Geoff posted earlier this week on Beware of the Facebook Frenzy, the media circus surrounding Facebook these days.

Solis points out in a different post, ‘Facebook is the Online Hub for Connected Professionals,’ that the social network is a place for you to build and maintain relationships with key contacts and friends and also present your online business persona. I have a Facebook profile, a few friends, professional and personal, belong to a few groups, update my status, and frequently write on my friend’s wall.

It makes me nervous combining the professional and personal contacts in one place. Not that it would be a problem, I would just like to keep them separate, which is why LinkedIn appeals to me, but Facebook is more fun.

Solis had an interesting top 10 list of whether to target people through social or traditional media that is worth checking out. Personally, the idea of pitching on Facebook or writing a press release on somebody’s wall is something I don’t know if I could do. But it goes to show where this is all headed and the speed at which it’s getting there.

Some say Facebook is the Future. It’s definitely a phenomena right now and one that only seems to be getting bigger.

 

CIA, Intelligence Community to Adapt Social Media via “A-Space”

From today’s ExecutiveBiz.

This December, the Office of the Director of National Intelligence (DNI) will be following the national Web 2.0 trend and plans to roll out a social networking platform called A-Space to tie the secret communities into a secret knot and connect people and agencies. This newly adopted technology will hopefully improve remote location communication, after hours communications and ease sharing challenges that affect an agency’s individual contributor’s ability to communicate.

Broad-based security like firewalls and restricted dialing make socializing even harder for the spy and intelligence communities and information sharing more complex. In addition to the social networking applications, the site will also allow the intelligence community to access the national intelligence library. The intelligence community has already stood up to a web 2.0 style private wiki, similar to wikipedia, named Intellipedia.

Apparently, you can’t join A-Space or view Intellipedia without approval. I like the many plays the name could take, a space, “A [list] space, asynchronous space. One must wonder if the Friendly Ghost will rank them.

All jokes aside, it is apparent that even government understands the increasing importance of social media and how it can benefit organizations seeking to collaborate more. The national intelligence community has oft been criticized for its inability to communicate between bodies, so this seems like a natural step. Having the disparate national security organizations use social media to communicate is a big, big plus.

The big danger here is a bad IT implementation, which happens more than federal agencies would like to admit. Plus can the cultures merge? Will they actually use the tools? Love to hear what love hear what you, and federal arena bloggers like Chris Dorobek, Steve Field and Alice Marshall think about this one.

 

Goodness Gracious, Great Blogs of Fire!

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Very rarely do we give A-List link-love on Blogs of Fire. This is that rare occasion. Copyblogger posed a great question on Tuesday. Do we really want transparency and authenticity? Or do we quietly want to be lied to? You’ve got to like the tough questions.

Scatterbox highlights how the Michael Vick incident has caused the Greyhound Track Operators Association to get active on pro dog racing PR. “Dogs bred solely to race around a track for the benefit of gamblers are no more ‘athletes’ than deer in the woods are ‘hunting partners.’ The greyhound racing industry?s critics ? and there are millions ? don?t buy it, either.” Amen, Steven.

Brandstorming reveals some interesting stats on how most corporate blogs are not yielding good results… And how most corporations still haven’t adopted blogging. Perhaps they are not blogging correctly? Like Jim, I find that when businesses try to serve their community rather then selling down to it, blogs seem to work.

For a little while, I’ll be highlighting a Now Is Gone post in each week’s entry. Why? Shameless promo, plus I actually think the content is valuable, and might interest you. So, this week’s Now Is Gone post is Wii’s Social Media Impact. This discusses how the Wiimote, or more importantly, how gesture recognition technologies can benefit virtual world’s like second life. “Social media will take on new levels of interaction and reality. Imagine test driving that car, simulating actual classroom environments, or just having a better game experience”

Book publicity is a rare art. And Nettie Hartsock has a great blog on some of the basics. And she’s a pretty good blogger. Here’s a post on ten ways to increase creativity in your blogging.

BlinnPRReport is thrilled to be ranked 405 on the Ad Age 150. Here, here! “And unlike those other blogs from PR firms whose only entries are about themselves, almost all of what we say is not about us. How can you beat that?” Just did, here’s my hat tip. I found you on the Ad Age 150 looking for unusual content.

Last up! Let’s roll into the long weekend with a good laugh. Strategic Public Relations’ Kevin Dugan created a hilarious video, “Is Friend a Four Letter Word on Facebook?”

 

Case Study: Goodwill’s Social Media Strategy

Working with Goodwill of Greater Washington on their social media effort has been very enjoyable. Serving as a social media coach, I’ve watched Brendan Hurley and his team make great progress since initiating their social media strategy just a few months ago.

Goodwill of Greater Washington is successfully using social media to intelligently raise its brand, educate new communities on its mission, and create sources of income. This case study has two important aspects: 1) That it is a metro region based effort, and 2) it features a charitable organization. We asked Brendan to write up a case study, and explain his strategy and efforts to create a diverse social media strategy that includes blogging and a special online fashion show event, The Fashion of Goodwill.

Brendan Hurley Photo The DC Goodwill Fashionista Approach

by Brendan Hurley, Senior Vice President of Marketing & Communications, Goodwill of Greater Washington

Like many marketers, I kept hearing about how social media was the wave of the future!! Throughout my recent graduate studies and professional networking, it was often the topic of discussion. “Social networking” had become the hip new marketing catch phrase.

I kept thinking to myself, “I better get on this social networking train soon or it’s going to leave the station without me!” I started going to seminars and workshops on social networking. I met with experts on social media hoping that some of their knowledge would rub off on me resulting in an amazing epiphany! I created a personal page on MySpace, Linked In and Doostang, and then spoke with even more people who seemed to “get it”. And guess what happened? Nothing!

It wasn’t until I started developing our 2007 strategic marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.

At Goodwill of Greater Washington, we’ve been trying to find a way to make our retail stores more appealing to a secondary market segment: young professional women who love vintage and inexpensive fashion. We had already decided to launch a new online store through eBay and also needed to build awareness and drive traffic to the site as well as our brick & mortar stores.

The Social Media Solution

Suddenly, the marketing solution became clear: Use a common interest to prospect and cultivate fashion conscious shoppers. That common interest: fashion! How could we reach them on a limited budget? Social networking and the internet! Many of the items being sold on the auction site (and in our stores) are vintage and inexpensive contemporary fashions that would appeal to the young professional woman.

Therefore we decided to convert our annual live fashion show to a virtual online fashion show build a blog site focused on vintage and contemporary fashion (hosted by the DC Goodwill Fashonista); create pages on social networking sites; drive interest and push traffic through our existing email database (focusing on fashion and our blog) and then coordinate and integrate all of these efforts in support of one another.

I invite all of you to check out The Fashion of Goodwill Virtual Runway Show & Online Auction starting September 12th at www.dcgoodwill.org. I guarantee your opinion of the merchandise for sale at Goodwill Stores will be forever changed.

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All of these social networking options allow us to cultivate and communicate with prospects on the quality of merchandise in our retail stores as well as educate them on Goodwill’s mission of job training for the disadvantaged and disabled. We incorporated our more traditional marketing efforts into this strategy as well.

We didn’t know what to expect other than that it would take time to build as it was a long term strategy. To our pleasant surprise, the fashion show has been getting an incredible amount of interest and the blog took off faster than we ever expected!

After only six weeks the blog is averaging over 600 readers a week!! We?re retaining more than 25% of our readers and converting better than 3% into online shoppers. Considering that readers are still sampling the blog site, we don?t aggressively promote the online store (yet) and that the blog has only been up for about 90 days, we’re obviously very pleased so far with the results. Our other social networking sites are a bit more aggressive in pushing online retail sales, but they are also effectively driving online traffic.

Sales on our eBay site have begun moving north and we have found a way to communicate our mission to markets that had previously been untapped. Young, professional women love the blog, love the store and we hope and believe will also become much more passionate about our mission.

One reason we believe our social networking strategies have been successful so far is because we’re not using them as a blatant advertisement for our retail stores. The fashion show provides entertainment! The blog “product” sells our retail product without a sales pitch. The blog provides value to the readers, which leads to trust and gse_multipart54779a desire to shop where the readers can find great fashions. Those fashions happen to be available at Goodwill Retail Stores!

Blog readers believe the blogger (The DC Goodwill Fashionista) because she’s being honest. She’s selling vintage and contemporary fashion tips, not Goodwill overtly. But we are very transparent that the blog site and Fashion Show are Goodwill’s. After all, it’s in the name. Transparency is important because it helps build credibility and trust. Credibility and trust help build loyal customers. Loyal customers help build larger bottom lines.

 

Beware of Facebook Frenzy

welcome_3In the past weeks, Facebook has ridden an incredible wave of public relations successes, garnering cover stories on Time and Newsweek, as well as benefiting from Robert Scoble’s constant beating drum. The message: Facebook is the Future. But is it really? Or is it just the latest flash in the pan (MySpace, AOL, etc.)?

Businesses need to avoid falling victim to a social media rush caused by this new found love for the closed network with an open API. Facebook offers opportunity, but businesses should approach it with a sober mindset. Marketing needs to occur because a business’s community is there, not because Facebook is “cool.”

Facebook’s growth is impressive with 34 million users since 2004. But closed walls limit the full potential of content, sometimes applications don’t work, and ad click through rates are unproven at best. The only thing that Facebook has proven is that it’s the contact manager technology of Now (informal discussion on Pownce indicates the luster is waning), and that it has a great PR team.

Marketing on Facebook

The core issue: Is Facebook the right place for a business to market itself? Does Facebook 1) have the community that matters to that particular business, and 2) is it the right medium to market within? Facebook ads don’t work that well, so marketing has come down to creating apps with Facebook’s open API and networking within the contacts, including creating relevant groups and discussions.

Both of these core marketing activities have one key problem. From Time’s article, “People have to consent to have contact with or even see others on the network.”

That means both have significant risk to a business. Just like every other social media intiative, if the community doesn’t care, then the business has wasted its resources. Given application overkill, if an initiative doesn’t build obvious value for the community, it’s likely to fail.

“I have seen many people who developed the apps based on the hype fall flat,” said Unless someone is sure that theirs will be a killer app, there is a good chance they will end up wasting their time on it,” said Krishnan Subramanian. “A perfect example is Zoho. I made a post saying that Zoho could be the killer app on Facebook.

“…even Zoho people thought the same way,” Krish continued. “They came up with an app, but only around 2500 facebook users are using it. It didn’t turn out to be a killer app we envisaged. Only those people who got into the initial wave could reach millions of users. Now [that Facebook] has hit the plateau, it takes a killer product and lot of time to be as successful.”

Networking has its issues, too. In particular, some contacts are beginning to become less enthused with all of the activity. “But to me, calling someone a ‘friend’ is a form of endorsement,” said Shel Israel in a post on whether or not he says yes to Facebook friend requests. “It tells others that I say you are okay.”

As the rush continues it is likely more and more folks will opt out of business overtures. Plus efforts on Facebook may not only be broadcasted to deaf ears, they stay within the closed Facebook network. Thus marketing efforts are limited to only Facebook users, and not the larger communities and conversations in the blogosphere, MySpace and other networks.

“I have to admit, I personally experienced the deepening of a business relationship using Facebook the other day, something that likely would not have happened on the blogs,” said Direct2Dell team member Richard Binhammer. “Facebook has some great features that further realize the benefits of Web 2.0 and conversations. But it is also a walled garden where you can only converse with select people and in some respects feels a bit like a television station where everyone is broadcasting messages, including me by the way.”

Moving Forward

Businesses should look at Facebook as an opportunity. If their community is active on Facebook. But they should do so with eyes wide open, and select opportunities intelligently that will impact their core communities. Not because Facebook is hot.

Further, keep in mind that Facebook excitement is fast and furious right now. None of this takes into account how the dust will settle once the fanaticism cools off, and people get used to the platform. Will the original core audience of college kids and grads leave Facebook? Will LinkedIn rise with its IPO? Will another network rise, just like Facebook did, and AOL and MySpace before it?

“I just wonder what kinds of lines will be drawn,” said Jacob Chapel, a developer on Pownce. “Are more people going to keep flocking to Facebook because it’s the next best thing? Or realize that because of it’s closed nature that it really was dead on arrival?”

We’ll continue this thread by discussing some Facebook best marketing practices with a Now Is Gone post next week.

 

Lewis Green on the Conversation

Lewis NYC shotGiven yesterday’s post, it was only natural to feature bizsolutionsplus blogger Lewis Green as this week’s Buzz Bin interview (Blogs of Fire will run on Thursday). Lewis is the CEO of L&G Business Solutions, LLC, and has three decades of business management experience including positions with GTE Discovery Publications, Puget Sound Energy and Starbucks Coffee Company. His fifth book is entitled Lead With Your Heart, which is due out in the fall of 2007. Read on for some of Lewis’ insights on conversations in the blogosphere.

BB: What can we do to resolve fractures within societies online and off-line?

LG: Geoff, I don’t know that we can prevent them; I think all we can do is try to fix them. That begins first with listening (or reading) carefully and then pausing before we respond. It’s good for us to use both our minds and our hearts, and that means sometimes we may respond angrily.

When we do, let’s attack the idea. Since the late ’60s, I have been active in supporting social justice issues, beginning with civil rights and women’s rights to today’s environmental issues. I come from a unique approach in that I am a Libertarian, and mostly opposed to government interfering in these great human issues, except to correct a wrong that otherwise cannot be corrected by people working together.

The point I want to make here is that in my experience working on social justice issues is that it is difficult, if not impossible, to mend a fracture if we are busy yelling and screaming at each other, spouting hurtful words, and throwing bottles or fists.

BB: Is conversation the great salve of human differences?

LG: Good question. Conversation can be the great salve, when it includes listening. We need to try to understand the differences between us. It is easy to have a civil conversation with someone we agree with.

The challenge comes when we disagree. We may never come to agreement on any particular subject, but if we can walk away after the conversation feeling respect for other ideas, we have done much to resolves our differences.

BB: How do you envision businesses will impact the social media realm?

LG: I’m not sure. I suspect that marketing and sales are seeing revenue opportunities. Even though I am a marketer, I think that is the wrong way to launch and become invested in social media.

If instead we use it to talk with our customers and listen carefully to their wants, needs, concerns and suggestions, and then use that information to improve customer relations and experiences, I believe revenues will grow much faster than if we use social media as a sales and marketing tool to push information out.

BB: What’s the best conversation you’ve had on bizsolutionsplus?

LG: I hate to say this, but it was the one that caused several of us the most angst. In bringing up the subject of segregation by gender, color and ethnicity, which was inspired by the W List, I received the most comments ever at bizsolutionsplus, and registered over 500 page views in two days on that one post.

The discussion was lively, occasionally hurtful, but at the end of the day, the conversation resulted in meeting new smart people with great ideas and it forced some of us, including me, to take a good hard look at the way we communicate important but emotional ideas.

BB: How has your blog benefited your life? Your business?

LG: I have made new friends all over the world, from Arun in India, to Gianandrea in Italy, to Luc in Belgium, to Anna in England and to Gavin in Australia. I have personally broken bread with some of my new friends in New York.

Also, I am benefiting personally from reading what others write and think, which is a great blessing. The bottom line for my business has been three jobs this summer that I got because of my online blogging at bizsolutionsplus and the Daily Fix.

BB: What’s Lead with Your Heart about?

LG: Lead with Your Heart is my first business book, following the publishing of four travel books, which I wrote as a travel writer during the ’80s. The book discusses a new business model that I build around the idea that if we always put people ahead of profits, our business will create great revenues, do good in the community and help create a better planet for all.

I think the idea is incredibly important in our world today, where business seems more powerful than government. We need that power to be applied in different ways from the way business has traditionally worked.

BB: What’s next for Lewis Green?

LG: I’m sure I’ll write a sixth book, contribute to other’s books, and continue to blog. In the near future, once the details are ironed out by the attorneys, I will be announcing a strategic partnership between my business and another business. My goal is to build valuation within my business, sell it, and return to writing full time. I want to write several books on social justice and the human spirit.

 

Fractured Utopia

Utopia: An imaginary island described in a book of the same name by Sir Thomas More (1516) as having a perfect political and social system. Webster’s New World College Dictionary, Third Edition, 1996 (ah, graduate school).

When the Age of Conversation or similar memes are written about, I think of utopia. The promise of an ideal community where everyone respects each other, intellectual discourse occurs, and differences may happen, but with respect and understanding. When fences break, they are mended. In the end, patience, kindness, tolerance and forgiveness reign.

The W List/PR Power Women discussion about a united community really revolved around this idea of utopian community. Or as fellow marketing blogger friends have communicated, a world where pink, blue and green gumballs can be different, but in the end they all taste the same.

To get there we had discourse, including some tumultuous, painful and humbling exchanges. But in the end we felt differences needed to be set aside; that relationships and respect for each other as human beings supersedes being right.

As I ponder how our ideal community concept fairs in the larger blogosphere, a sense of wariness fills me. And then hope.

Yes, the age of conversation has brought great promise, and what may go down in history as the Second Age of Enlightenment. But this great promise exists largely within in our little bubble of marketing, technology, business and associated social media bloggers.

The larger blogosphere has many conversations. And some are downright sinister (Warning: This links to a neo-Nazi site). A great many more are in native languages other than English. In many ways, utopia is fractured by the same civil and militant differences that have and continue to cause strife in our brick & mortar world. My friends, we have a long way to go to achieve the promise of the blogosphere.

Fractures and Openness

In Republics, the great danger is that the majority may not sufficiently respect the rights of the minority – James Madison

seaicefracture It’s a reality of fragmented 21st century media environments: Citizens are empowered to view and speak in audio, video or plain old text. Consider 100+ channels of cable, millions of Internet channels and conversations, social networks and sub-networks of just about any topic imaginable.

Every unique religion, language, sexual orientation, creed, race, special interest and segment has a voice. We are free to say whatever we want. And tell the world, too.

While our message of great understanding spreads forth, new forces enter the blogosphere. Big businesses, religious extremists of all faiths, hate mongers, totalitarian regimes, those living in fear, and yes, just normal people who prefer the history channel, e, Oprah or ESPN. Many people have their particular unique interest(s), and don’t care for or perhaps even respect his/her fellows.

For the most part everyone stays in their own yard focused on their interests, languages, faiths, etc. It’s when we cross pollinate that the fireworks occur. The issue becomes more apparent when we have our flair outs like Kathy Sierra, and on a larger scale when cultures clash. Fractures become permanent divides, and hate and resentment become engrained deep in the souls of men and women.

But with the right approach, these fireworks can be turned into opportunities. This is when healing, growth and yes, progress towards utopian ideals can be made. Openness of view and transparent discussion can lead to greater understanding.

The Conversation Salve

As you enter this life, I pray you depart with a wrinkled face and a brand new heart -Bono/U2, Love and Peace or Else.

The good news is that these many diverse views are out in the open and transparent. Conversation can be volatile because we are truly free to say what we want. And freedom to say what you want without repercussion may be the real utopia.

To make the larger blogosphere an instrument for greater peace we must first learn to respect that not everyone will or needs to see it our way. It’s better to drop the rock, and respect each other as humans… Even walk away rather than let things get to the point where fractures become divides, or divides grow wider. Isn’t it better to be happy than right?

Conversation can resume another day. Life and time can bear more experience on parties. Education occurs, governments and politics change, wars occur, children are born… A great plethora of interactions and influences can alter views. Even just a few hours to cool off can make a great difference.

Relationships must become paramount, and while we can continue to disagree, in the end we may remain together in spirit. Or we can simply walk away and respect that person’s right to see things their way. This allows for civil conversation, which can lead to much-desired greater understanding and growth for all of us.

lotus flowerNot everyone wants peace, understanding or growth. They want to be right. So they won’t come to the table, instead preferring the great divide. But out here there are no weapons other than words and access. Let them go. They may come back in two days or 20 years. Or maybe never.

With the right attitude, just maybe some new parties will come to the table for a conversation. When they come let us embrace them as sisters and brothers with words of patience, tolerance, kindness and love. Then hope will spread.

When we remember to speak words that are true, kind and constructive, we nourish a beautiful flower in our hearts, and we can offer its sweet fragrance to everyone – Thich Nhat Hanh

 

Now Is Gone Soft Launch

NowIsGone

Now Is Gone: A Primer on New Media for Executives and Entrepreneurs is the book, and the companion blog is being soft launched this week. Check it out! Contributing author Brian Solis is providing some content, and Ike Pigott – whose work is featured as a case study in the book – has also agreed to do some entries.

The book Now Is Gone really seeks to help businesses embrace New Media (and Social Media) intelligently. This is done through a series of discussions about if a company is ready, how to participate, social media marketing strategies, as well as overviews of the current state of social media and the future.

The blog seeks to extend that discussion by providing relevant blog entries, discussing new updates since the book was drafted, linking to corporate social media initiatives, as well as providing updates on the book itself. Again, the goal is to help executives and entrepreneurs figure out social media. On September 4 we’ll publish the book’s sources here and on Now Is Gone, officially commemorating the blog launch.

The Buzz Bin will continue to publish at least once a day during the business week, with our usual entries: Monday’s trend piece, Tuesday’s Blogs of Fire, Wed. general piece, Thursday interview and Friday’s general piece (Michele Capots). Its focus remains on PR, social media marketing and the changing conversation.

 

GrandCentral: Smart

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Yesterday, Ken Yarmosh invited me to join GrandCentral, Google’s ultra-phone utility. A Skype competitor, GrandCentral alsooffers find-me, follow-me with landline service, and assigns a local # to your account. This consolidates numbers into one new number, which provides find me follow me to services to all of your phone numbers.

As a CEO always on the run, my phone number un-manageablity has significantly increased. There’s a work number, a work cell phone and a personal cell phone. I actually turn the work cell off, and increasingly less and less people have access to it.

But the very important people in my life still have a hard time finding me. They call the bat phone, which tends to stay at home. Now I can give them my GrandCentral number and they can find me on any of the lines. And it’s got some neat ring-tones, etc. Best yet, it’s freeware. Sweet. Others like Paul Colligan also see the potential in this nice freeware product.

This product is still in Beta, and may not be business ready yet as evidenced by the number reassign debacle 400 users experienced this week. But in spite of the bump, it seems that Google was smart to acquire GrandCentral. If you need an invite to beta trial GrandCentral, email me (geoff [at] livingstonbuzz com).

Update: As of 8/17, 10:19 a.m. I no longer have any GrandCentral invites left. Sorry!

 

The Movers and Shakers

In keeping with this week’s political theme, I thought I’d discuss what it’s like to be in Washington with some of the movers and shakers at a time like this or any other time for that matter.

Some people think Washington is like LA with powerful people around every corner. And while you may run into a congressman here or there if you lunch at some of the right places, my biggest encounter when working downtown was getting stopped by the motorcade, which simply just made me late for work.

As a PR professional, my circles don’t intertwine with the political arena. But I can appreciate the challenges many of their team must face. I wrote about what could be a PR nightmare if Obama started smoking again, and then there’s Hillary on YouTube. I’m sure their PR teams are coaching them carefully.

It’s exciting though when it happens, when you do have the opportunity to brush elbows. In my 10 years of living here, I’ve seen the President once. But the highlight for me was being invited to Al and Tipper’s residence for the annual Halloween bash as a member of the media. I went as Cleopatra, and was a little starstruck.

But not as much as by Al and Tipper as by Cal Ripkin. He and his family went as Pocahontas. I guess it doesn’t matter if you’re in Washington, the political arena, or in LA, the celebrity Mecca, there will always be someone you run into that will knock your socks off.